Food fads come and go. Some are good -- hello, Cronut! Some are everlasting -- bacon on everything! And some are just WTF -- flavored infused foams? Why, Ferran Adria, why? The latest craze sweeping across the country falls squarely into the last category. Yes, I mean “bone broth.”

WATCH: Guy Fieri Becomes Rolaids Spokesperson

Lots of celebrity chefs use their voices to amplify certain causes, from the charities for which the Top Chef Masters compete, to Marc Vetrispeaking out on behalf of stutterers as a stutterer himself. Paula Deen (as an excellent example) began shilling more diabetes-friendly dishes after going public with her diagnosis while simultaneously shacking up with diabetes drug maker Novo Nordisk.

When faced with which tack to take in order to capitalize on his good name, Guy Fieri obviously, chose the latter. Donkey sauce pusher and owner of a chain of Tex-mex/sushi fusion joints, Fieri teamed up with Rolaids to promote the heartburn reliever’s reintroduction to the US market.

We find ourselves in need of an antacid just watching the commercials below.